Gucci 'Flora' Fragrance : Abbey Lee Kershaw by Inez & Vinoodh & Solve Sundsbo

[mackos]

^Thanks for the video, the longer version is even more captivating

 

[vogue28]

^I couldn't agree with you more. I love the bit at 0:14

 

[elsaskywalker]

yeah, a longer version, thanks!!

 

[Street_a_Licious]

... it would have been nice to include more footage not basically repeating footage (the whole psychic flower movement? TWICE?)

like this, the shorter version looks better. tighter cut.

 

[.amahlia.]

i loooovvvee the longer version!! thanx for posting!

 

[mikel]

^why?

because she looks possesed!

 

[model_mom]

I'm with you on that one.....it reminds me of the poppy field where Dorothy passed out in the "Wizard of OZ" movie.

 

[dumbfairy]

because she looks possesed!

That is exactly what I wanted to say. I really don't like the commercial. I don't see it as ethereal or whatever,just creepy,and paired with the music it sounds and looks like she's under a spell or something

 

[dior_couture1245]

The longer commercial is much better than the short one. While I do think it is silly that the "psychedelic wind-in-the-flower" bit was repeated...I just think the ad plays better longer. Mainly because the "I Feel Love" remix makes more sense in the minute long spot. In the short one, it sounds very abrupt and odd. The longer version is actually very beautiful. It sounds very dreamy and surreal.

 

[elle_gb]

I like it it's like she is a superhero or something.

 

[fiqary]

Wow, I love the commercial! So creative and just beautiful!

 

[Northern Star]

Long, short.......who gives a toss
This commercial is epic Mindblowingly effective and just mesmerising.......cannot stop looking at it and I'm no huge Abbey Lee fan either.
They just got it right with this.....ads should really capture attention and this certainly achieves that.

 

[Street_a_Licious]

a writeup from dazeddigital

From its original incarnation as a silk scarf specifically designed for Princess Grace of Monaco in 1966, to the sought-after accessories and ready to wear pieces designed by Frida Giannini in the 21st century, Gucci's Flora has proven to have a timeless allure. Rediscovered by Giannini as inspiration for the new Gucci fragrance, the heritage of Flora has been transformed into a sensuous and empowering new scent. Flora rolls out across the world from this month, launching internationally with a commercial shot by Chris Cunningham.

Cunningham's film, starring Australian model Abbey Lee, captures the seductive and ultra-feminine notes of the new fragrance while emphasising its call to strength and self confidence. A young woman in a diaphanous Flora print dress stands waist high in the middle of a seemingly unending mass of pristine white flowers, illuminated from behind by the setting sun. Taking on the power of nature she controls the movement of the wind to bring the field to life before shape-shifting into a ephemeral, Rorschach-like butterfly of dancing fabric and golden light. Shot over four days in Latvia during July last year, the film's field was created using more than 20,000 fake flowers.

Riccardo Ruini who developed the concept for the commercial with Giannini and Cunningham, explains the evolution of the film:

“Foremost in our minds was a desire to avoid the heroine being perceived as passive or dreamy. We wanted to portray the female as an active character who brings to life in an active way the Flora personality by controlling the nature around her. We also felt it was important to demonstrate a movement of the female from mademoiselle to empowered woman; a woman initially delicate and feminine transforming into someone stronger and more powerful. “

Having worked with David Lynch to launch Gucci by Gucci, Ruini and Giannini wanted an equally powerful creative vision at play on the new project. Working with Italian production house FilmMaster and Ridley Scott’s RSA Films in London, Chris Cunningham took the reins to steer the commercial from concept to execution.

“The main drive was to create a deep poetic feeling rather than something simply romantic, a word that doesn’t fit in the Gucci code. The choice of using Chris Cunningham fit perfectly with this concept,” says Ruini. “Chris added a lot to the original idea, making the whole project more majestic and cinematic. We strive to give as much creative space as possible to great directors that are involved in our projects so we avoid setting limitations at the outset. Chris developed the initial storyboard by adding his own principles and aesthetics.”

Part of that vision lay in the choice of music. With Lynch’s film playing out against a backdrop of Blondie’s Heart of Glass, Gucci decided to stick to a 70s and 80s sound and blend Cunningham’s visuals with Donna Summer’s disco classic I Feel Love. “We wanted to go further with the sound on this film and knew of Chris’ renowned passion for music so we asked him what he felt about re-recording, producing and arranging a new working of the track. He answered by travelling to Nashville in November last year for a few days to re-record the vocals with Donna Summer,” reveals Ruini. "Donna's track is an amazing classic and we were all blown away the first time the song was played to Chris' images."

 

[gossiping]

i think it's very pretty and smells so good too

 

[Street_a_Licious]

and because some said that the short version is too abrupt:

there's a 30 second version too, which, compared to the 20 sec and 60 sec version, seems to strike the perfect equilibrium. (the whole reusing of the psychic flowermoving bugs me to no end )

http://www.youtube.com/watch?v=N8FTJiyZdc0

 

[mackos]

Wow, so many versions, no one should complain I personally love every possible one, can watch it all day and I'm not bored

 

[Mirik]

making of commercial
http://www.youtube.com/watch?v=pqucYKqeqD0


jeannygrey.livejournal.com/836198.html

caps from the commercial 900 pcs! are here http://fotki.yandex.ru/users/Mierin/album/68289/

 

[gossiping]

is the audio not supposed to work?

 

[Street_a_Licious]

just seeing Frida's mug makes me angry lol.

but the making of was interesting. i never got it that the girl is flying/floating/suspended in air?

that said... i love the b/w Flora print.

 

[fadedcolours]

*scanned by me